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Branding miejsc i branding konkurencyjny
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ISBN10: 6209203566
ISBN13: 9786209203565
Publisher: Wydawnictwo Nasza Wiedza
Published: Nov 6 2025
Pages: 88
Weight: 0.28
Height: 0.21 Width: 6.00 Depth: 9.00
Language: Polish
ISBN13: 9786209203565
Publisher: Wydawnictwo Nasza Wiedza
Published: Nov 6 2025
Pages: 88
Weight: 0.28
Height: 0.21 Width: 6.00 Depth: 9.00
Language: Polish
Książka ta otwiera drzwi i zawiera przydatne informacje na temat dwóch najgorętszych hasel w marketingu: konkurencyjnośc i branding. Pojęcia brandingu narodowego i brandingu miejsc pojawily się niedawno w literaturze poświęconej brandingowi. Jednak wraz z rosnącą świadomością, że marki są aktywami, którymi należy aktywnie zarządzac, wszyscy potrzebujemy kluczy, które pozwolą nam odblokowac procesy zarządzania markami w sposób zdyscyplinowany. Podjęto wysilki, aby stworzyc markę miast Pakistanu i uczynic je konkurencyjnymi markami, a także zbadac koncepcję brandingu miejsc w odniesieniu do Lahore i Islamabadu. Książka zawiera najpierw opis terminów branding, branding narodowy oraz branding miejsca lub destynacji. Sześciokąt Anholta zostal wykorzystany jako model do sprawdzenia świadomości i zaangażowania konsumentów miast w odniesieniu do elementów takich jak ludzie, kultura, turystyka i gospodarka, a także roli modelu Total Destination Experience (calkowite doświadczenie destynacji), aby upewnic się, czy konsumenci mogą odnieśc się do swoich doświadczeń związanych z miastami Pakistanu i je zapamiętac.
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